Australia - Industry - Pricing Strategies

Synopsis

The pricing strategies of Australian telcos are changing as revenues from fixed telephony continue to decline. Since 2004 mobile is following the same path. Voice services have become commodity products. Broadband access ended up as a commodity even before it was able to reap premium charges. Bundling has become a hot strategy, which will develop further into triple play models. This report takes a look at trends and developments in pricing strategies.

Table of Contents

• 1. Synopsis
  
• 2. New Developments
  
  • 2.1 Double play from Optus
    
  • 2.2 free line rental from Optus
    
  • 2.3 Is there a strategy behind Telstra’s bucket plan?
    
• 3. Price packages
  
  • 3.1 From usage to access charges
    
  • 3.2 Value telco propositions
    
  • 3.3 From bundling to triple play
    
    • 3.3.1 Traditional bundled offerings in Australia
      
    • 3.3.2 Strategic bundling – analysis
      
• 4. Discounting
  
  • 4.1 Overview of discount calling rates
    
• 5. Related reports
  

• Table 1 – Bundled service preferences

• Exhibit 1 – Marketing strategies and advertising campaigns